Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most interesting and helpful articles from across the web. We’re looking at PPC tactics for ecommerce websites, as well as Facebook ad types, and B2B content marketing. We’re also looking at SEO tips for your website’s homepage, and conversion rate optimization basics.
This article outlines several tips for ecommerce businesses to improve PPC click-through rates (CTR). Ensure you have compelling ad copy, a unique selling proposition, a call to action, click-to-call buttons and ad extensions. All of these tips will help you to boost conversions, highlight your products and services, drive in-store visits and more. Once you’ve completed these tasks, you’ll need to address more challenging optimization strategies. Avoid too-general or highly competitive keywords and use “modified broad match” keyword bidding to ensure your ads are attracting the right audience. Lower your spending using negative keywords, and add prices to your ads to drive away irrelevant traffic. Lastly, target users at specific locations using bid modifiers, and use remarketing ads to increase sales.
Facebook advertising offers businesses and marketers with the opportunity to create highly targeted campaigns — but with frequent updates to Facebook’s platform, it can be difficult to determine which ad type is right for you. Ad types can overlap, but there are some general tips to keep in mind. Determine the goal of your campaign, whether’s it’s to increase conversions or improve brand awareness. Choose the ad type that will most effectively help you to achieve your goals — including local awareness, website conversions or store visits, to name a few types. Customize your ad type using Facebook’s layout options, and include compelling copy and visual assets. Make sure your campaign is targeted to the right audience, and test and analyze your campaign data to improve results.
B2B businesses can leverage content marketing to boost profits and drive engagement. B2B readers are industry-savvy, educated, accountable and focused on ROI and problem-solving. Therefore, your tone should be authoritative but approachable. Use story-structure and niche references — but avoid being too light-hearted. Only use jargon that can be understood by your audience, and make sure your content is digestible while still incorporating complex topics. Include relevant images and infographics, and ensure your content provides a solution to the reader. Lastly, promote your content on social media and industry forums.
Optimizing your site’s homepage for SEO can boost your ranking and drive conversions. Your site’s homepage should clearly explain your company’s products or services, be easily navigable, and answer user questions. Include your logo and ensure links to your site’s major sections are visible and appear logically. Establish your unique selling point, and target a small subset of keywords — but be sure to include these naturally within the content. Incorporate headers, visual assets, videos and social proof, such as testimonials. Include focused and relevant internal links, and make sure your meta description features your business name and a brief, compelling description of what you offer. Lastly, include a compelling call-to-action, keep your content above the fold and create a clean and simple website design.
Conversion rate optimization (CRO) is an integral element of website design. If you’re driving traffic to your site but failing to increase conversions, this article outlines some tips you can use to boost revenue. Include calls-to-action and pop-ups in your blog posts, and run A/B tests on your landing pages to determine which is driving the most conversions. Drive more qualified leads with compelling copy and data-driven website design. Optimize high-performing blog posts with additional, relevant information, and use retargeting to re-engage visitors who have left your site. All of the above tips will help you to get started with CRO.